What is price pass-through?
The share of a cost increase, such as a tariff or input-cost rise, that a company passes on to customers through higher prices.
Definition
Pass-through measures how much of a cost shock shows up in the price the customer pays. Full pass-through means prices rise by the full cost increase; partial pass-through means the company absorbs some of it in its margin.
How Data Purl measures it
Online shelf data shows the price side: matched-SKU price changes on the affected products, compared with unaffected products and with the timing of the cost change. The cost side comes from other sources such as tariff schedules or commodity prices.
Why it matters
Pass-through determines whether a cost shock hits revenue (through volume) or gross margin (through absorption). It is one of the first questions investors ask when tariffs or input costs change.
Pitfalls
- Increases can arrive through pack-size cuts or fewer promotions rather than list-price changes, so price per unit and markdown data should be read together.
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